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April 19, 2013

One major benefit of in-app messaging that makes it stand out from the pack of other mobile marketing tactics is how naturally the messages fit in with the user experience. Whereas other tactics like ads or push notifications can feel interruptive from the user’s perspective, in-app messages feel like they are just a part of the app. Mobile app publishers can play up this quality of in-app messages even more and truly capture the potential of in-app messaging when they focus on targeting the in-app messages to certain segments of users.

Brands can segment users in a number of ways – based on day of download, average session length, source of conversion and so much more. But rather than segmenting your users purely on their activity with your app and silo-ing mobile, consider grouping users based on their relationship with your brand as a whole – their perception of your product, your customer service, your marketing and your entire company’s offering.

Net Promoter Score (NPS) is a metric pioneered in the early 2000’s by Fred Reichheld and it enables companies to gauge customer loyalty. With in-app messaging, you can set up an NPS campaign to collect survey responses around this metric and use this data to drive future marketing campaigns. In this post we will walk you through the steps to setting up a campaign to measure the NPS of your app’s users and give you examples of how this can enhance future marketing campaigns.

How to Set Up An NPS Campaign With In-App Messaging

Step 1 - Download and Customize the Creative

You can download the most recent NPS creative from here.Take a few minutes to customize the color, look, and feel of the creative to make it fit in with your application. By default, the results from the NPS survey will display in the dashboard as an event and attributes. If you wanted to track NPS as a custom dimension, you can uncomment the setCustomDimension code now.

Step 2 - Build the Campaign

Localytics’ latest revision of the marketing dashboard makes it even easier for you to get your campaign out to app users. Answer who, what, when and confirm; that’s it! Triggering the survey on the appropriate action is key to accurate measurement.

To derive the most value from the NPS survey, we want to ensure it goes to the largest number of users. To support that, we’ll target everyone on both iPhone & iPad devices. Give the campaign a descriptive name, save your progress and continue.

Step 3: Upload the Creative

Upload and name the creative you customized. Don’t worry if the creative looks a little strange in the preview, we’ll test it on your device later. Save your progress and continue.

Step 4: Test the Campaign

To verify that the campaign looks exactly the way you hoped, activate test mode. View the campaign on your test device or within the simulator. Make adjustments to your campaign creative as needed. Schedule this campaign for 90 days; this will give you a strong reference upon which you can tweak placement and creative.

Here is an example of what your campaign could look like:

Step 5: Activate and Monitor

Once users begin filling out the NPS survey, you will start seeing results in the Localytics dashboard. Your NPS information will display in the dashboard as the “NPS Result” event and the “Rating” event attribute. If you’re using a custom dimension to track NPS, you can now filter all your reports by that dimension.

The raw, 0 to 10 score, and the verbatim will be available in the raw data.

Step 6: Put Your Data Into Action

Once you have your raw data from your NPS survey, you can analyze your findings and use this to come up with the best-targeted marketing campaigns for your app.

NPS provides brands with critical feedback on customer sentiment. In general this information can fuel a multitude of marketing and customer service oriented projects that will reduce churn and increase evangelism and lifetime value from customers.

NPS is directly applicable to mobile as it empowers organizations to retarget NPS responders with a follow-up series of in-app messages that are especially relevant given their relationship with your brand. You can retarget “promoters” with an in-app message that encourages them to rate the app in the app store. In parallel, brands can target detractors by encouraging them to share concerns in an internal feedback channel. This makes the most of the positive sentiment from the one group by increasing the number of positive reviews in for the app listing, which increases mobile app user acquisition. In parallel, you provide unhappy customers a place to voice concerns or ask questions.

Wrapping Up

In-app messaging is a powerful tool for driving your users further into your app to the most profitable user flows and screens. Targeting those messages empowers you to truly capitalizes on all the advantages that in-app messaging has to offer, but to limit your targeting simply to user actions within the app is to silo mobile from the rest of your brands touchpoints. The strength of the NPS score in-app message campaign is that you can tie your in-app messages to your users’ perceptions of your company – the culmination of all the touchpoints they have with the brand. And the results can be very impactful for not only your mobile app but for your entire business.

Have you considered using a survey in your in-app messaging strategy? Let us know in the comments!